How to Generate Business as an Estate Planning Consultant (When You Can’t Just Rely on Your Brand)

If you’re an estate planning consultant, or stepping into the role, it won’t take long to realise that waiting for leads from your parent firm or national brand just doesn’t cut it. Leads can come in peaks and troughs they’re rarely perfect… So, the uncomfortable truth… You’ve got to build your own pipeline.

And before you groan, this is actually an opportunity. It’s your chance to build something sustainable, scalable, and crucially yours. So here’s how I’d do it if I were in your shoes, leveraging over 15 years of legal marketing and business growth experience.

1. Build Your Own Brand (Don’t Just Be a Badge)

Too many consultants hide behind the logo of their parent company. But people buy from people. Your personal brand matters more than the umbrella you operate under. That means building a reputation rooted in trust, authority, and value.

Start by telling your story, why you do what you do, who you help, and how you make a difference. Be human, be consistent, and be present. The stronger your personal brand, the more people will come to you because it’s you.

Key Tips:

• Share client success stories

• Show behind-the-scenes of your work

• Consistently reinforce your values and mission (and then talk about how that aligns with your parent brand)

2. Use LinkedIn Properly (and Measure Your SSI Score)

LinkedIn is still the most underutilised goldmine for consultants. Its algorithm prioritises engagement, consistency, and relevance. That means if you’re posting thoughtful content regularly, engaging with others, and optimising your profile, you will be seen.

📊 Pro Tip: Use the LinkedIn Social Selling Index (SSI) to measure your performance across four areas: brand building, finding the right people, engaging with insights, and building relationships.

Actions to take now:

• Post 3x per week (personal insights, case studies, and client stories work well). Use carousels and any new features on the platform.

• Comment on others’ posts meaningfully

• Optimise your profile to clearly show who you help and how…

3. Networking: The Long Game of Relationship Building

Let’s be real… people don’t turn up to networking events looking to buy. They’re there to sell. So your job is to build trust, play the long game, and keep showing up. But when you show up, add value. Be nice. Show genuine interest…

Top tips for effective networking:

• Follow up with personal messages

• Add value before asking for anything

• Become known for something - be “the estate planning expert”

And remember, the goal is to be the first person that comes to mind when someone hears, “Do you know anyone who does estate planning?”

4. Collect and Showcase Reviews That Mention YOU

When people search for an estate planner, they want someone trustworthy and credible. Reviews act as social proof, and when those reviews mention your name, you’re positioning yourself as the go-to expert, not just the brand behind you.

Use platforms like Google, LinkedIn, or Trustpilot to gather feedback, and repurpose those reviews as content across your website and socials.

5. Create and Share Meaningful Content

Don’t create content for the sake of it create with purpose. Think:

• “3 Common Mistakes in Estate Planning that I always see!”

• “How to Talk to Your Family About Your Will”

• “What Happens If You Die Without a Plan? The uncomfortable truth…”

Short, practical, value-driven posts will always outperform sales fluff. And yes, share them on LinkedIn, TikTok (as videos), Instagram, Facebook, and even YouTube Shorts.

6. Use Short-Form Video and Push It on Socials

Video isn’t optional anymore. You need to be using it to educate, engage, and build trust.

🎥 Try this: Record a 60-second video answering a common client question. Post it natively on LinkedIn, Instagram Reels, TikTok, and YouTube Shorts. Boom… one video, four platforms. When it comes to video, remember, ‘Perfection is the enemy of progress’ so don’t wait for it to be perfect… Just get it posted.

7. Consistency Wins: Schedule Your Content

You don’t need to be online all the time to be seen all the time. Use tools like Buffer, Hootsuite, TomCRM or the native platforms themselves to schedule content in advance. Consistency builds trust, and trust drives conversions.

Set aside 2 hours each week to plan and schedule posts, so your visibility stays strong even when your calendar’s rammed. On the subject of Calendars, set up a calendar so people can book directly into it. It removes any barriers to sales. Here’s my example: www.tomstansfield.co.uk

8. Build and Nurture Referral Partnerships

Partner with:

• Financial advisors

• Accountants

• Solicitors

• Mortgage brokers

• HR professionals

• Carehome Managers

• Funeral Directors

• Care providers etc.

They’re already talking to your ideal clients. Build real relationships, offer value, and find ways to refer them too. Reciprocation is the name of the game.

9. Go for Awards and Authority-Building Opportunities

Awards can skyrocket your credibility. Even if you’re shortlisted, the PR value is worth it. Look for local business awards, estate planning categories, or personal brand recognition schemes.

Also: write blogs for your firm’s website, but make sure your name’s on it. You want to be seen as the voice of authority.

10. Get Involved Locally

Supporting a charity, sponsoring a youth team, or attending community events helps you stand out as someone who cares. It’s good for the soul and even better for word-of-mouth referrals.

11. Use AI to Streamline and Support (Not Replace) Your Work

AI tools like ChatGPT can help:

• Generate blog ideas

• Write first drafts of content

• Summarise complex documents

• Create follow-up email templates

It’s not about replacing your human touch, it’s about freeing you up to focus on relationships and delivery.

12. Understand and Use a CRM System

A CRM (Customer Relationship Management) system helps you:

• Track leads

• Monitor conversations

• Schedule follow-ups

• Identify cross-sell opportunities

If your firm has one, use it. If not, get one. A good CRM stops people falling through the cracks and shows you who your top clients really are. I am bias as the founder of TomCRM but it’s a great tool to help you build your business as an estate planning consultant.

13. Attend Events, Learn Constantly, and Stay Ahead

The best consultants never stop learning. Attend estate planning conferences, business expos, marketing summits. Stay fresh. The moment you stop growing is the moment you stop leading.

Final Word: Build a Personal Brand That Works For You

The way people buy has changed. Your personal brand now walks into the room before you do. It's the videos you post, the comments you leave, the advice you share, and the reputation you build.

This isn’t about being an influencer, it’s about being influential.

By embracing modern tools, consistent content, and authentic connection, you’ll move from waiting for leads to owning your pipeline, and that’s how real businesses grow.

Need help building your brand, setting up your CRM, or creating short-form content that drives action?

Reach out: tom@legalgrowth.co.uk
Learn more: www.tomstansfield.co.uk